Is E-commerce Forcing the Shift to Mobile?

The option for users to go to a mobile website is slowly disappearing as e-commerce takes a decided turn to the exclusive use of mobile apps. Many e-commerce companies have made the decision to toss aside their mobile websites and some are even forgoing their regular desktop websites. The numbers support the fact that mobile apps are more commonly used in e-commerce. In 2013, 80% of the time spent on the mobile Web was via mobile apps and only 20% was on mobile websites. In 2014, mobile app usage had grown to 86% while mobile Web usage had shrunk to 14%. However, part of the reason for the dominance of mobile apps is the push from e-commerce web development agency to use them, sometimes leaving the user with no other options.

Being pushed to mobile apps in e-commerce can be frustrating for the user, who can no longer access more traditional websites, but according to Shreyes Kejariwal, CEO of Keyideas, from a business standpoint it makes sense to go in the direction of mobile apps. When it comes to e-commerce, mobile apps draw in higher quality “traffic” and allow a company to better engage the user. They provide the best e-commerce platform, allowing companies to improve user experience and by providing e-commerce service strictly through mobile apps, companies are able to streamline their e-commerce costs.

A prime example of the shift from mobile Web to mobile app can be seen with the Indian e-commerce giant, Flipkart, which recently shut down its mobile website and is considering doing the same with its desktop website. The question of how mobile devices can support purely mobile app-based e-commerce is valid and the solution lies in a complete overhaul of the Internet as we know it. It is predicted that the Web will change to accommodate mobile app-based e-commerce within the coming decade, changing over from a search-based Web to a Web that will come to the user. This means that the Web will exist in the background and will push to the user whatever the user requires.

Even traditional bricks and mortar retail players are beginning to shift to a mobile environment. Many are moving to smaller physical stores and trying to attain a focus on online ordering, while still having customers come into the store to pick up their orders. Mobile apps are changing the face of offline retail, as customers can compare prices, get product information, and shop online all while on the go. The result is a meld of traditional retail and e-commerce.

Like it or not, e-commerce’s shift to the exclusive use of mobile apps is already happening. Children’s are exposed to mobile devices and apps before they can even walk or talk and the next generation might know no other way of interacting online. Those who feel they are more comfortable with mobile websites than with mobile apps will have to change or be left behind with their beloved websites, soon to be the fossils of the Internet.